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Details 28 July 2021 It has become a known fact that consumers increasingly seek purposeful brands and want them to stand up for social causes that are in line with consumers values. This trend does not seem to be slowing down and 63% of consumers believe brands need to stand up and be accountable after everything that has occurred since the last year, according to a study commissioned by distillery in partnership with research platform Millieu. Out of the 1,500 respondents surveyed in Singapore, Malaysia and Indonesia, those in Malaysia and Indonesia seem to place more emphasis on brand purpose. About 86% and 83% of Indonesian and Malaysian consumers, respectively, are willing to pay more for brands with purpose compared to their Singaporean counterparts (66%). At the same time, 88% of Indonesians and 79% of Malaysians are more likely to avoid brands based on their societal stance compared to 68% of Singaporeans.

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